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Boots UK announced as the official ‘Feel Good’ partner of ITV2’s Love Island

09 June 2021
News Beauty
  • As the exclusive beauty partner, Boots will woo this year’s Islanders with beauty, grooming and suncare products, including recently launched cult brands Huda, KVD Beauty, Wishful, Fenty and MAC
  • The leading health and beauty retailer will launch a 360-marketing campaign called ‘Find the one(s)’ to land the message that whoever you are, Boots has the perfect one for you – whether that is the exact shade of foundation for your skin tone or a pop of colour with a new lipstick

Boots UK has coupled up with ITV to become the first official ‘Feel Good’ partner and this year’s exclusive beauty partner of Love Island. The partnership will see the retailer stocking the villa with beauty, skincare, sun cream and male grooming products for the singletons to use as they look to catch feelings this summer.

The exclusive deal coincides with Boots launching a 360-creative integration called ‘Find the one(s)’ to inspire Love Island’s core audience to have their ‘head turned’ by products featured on the show. The creative draws parallels between dating and the hunt many face seeking out the perfect skincare and make-up match.

The partnership with ITV2 and ITV Hub's popular show, will crack on across PR, influencer marketing, loyalty, the Boots app,, internal communications, in-store marketing and social. It forms part of Boots new summer campaign ‘Feel Good as New,’ which launches in June.

Boots will provide viewers with easy ways to shop featured products via the Love Island app and through a dedicated hub on Watch this space for a branded TV moment plus exclusive content filmed by islanders for the show’s ‘Beach Hut Tutorials’.

Capitalising on Love Island’s crown, as one of the most talked about shows on Twitter, Boots will use the hashtag #FindTheOnes to tap into the social buzz. The launch of exclusive content across a new TikTok account will provide another platform for the retailer to engage the show’s digital-first audience.

Peter Markey, Chief Marketing Officer at Boots comments: “Boots is all about celebrating fun, friendships and reunions this summer and we are excited to be Love Island’s ‘Feel Good Partner’. Love Island has become synonymous with summer and as the most watched programme for 18-34-year olds, the partnership gives us a unique opportunity to turn the heads of this younger demographic. And with over 50 new beauty launches in the past year, we’re certain they’ll find the one for them.”

Bhavit Chandrani, ITV Director of Creative & Digital Partnerships said: "It was important for us to find a ‘feel good’ partner for Love Island that not only appeals to the show’s core audience, but also has the expertise to bring to life what ‘feel good’ means for those watching at home. Boots’ commitment to helping people feel good helps inspire people to look and feel their best in summer.” 


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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and 2,100 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 30 November 2023